Ppc bbq 29.4.15

Agenda

1. Case Study (Testing impact of GDN)

2. Case Study (HTML5 banners)

3. Case Study / Hint (B2B and GDN)

Case study 1Measuring performace of display ads?

Funpark Žirafa

Case study 1

Start: May 2014

Small GDN budget: 8 000 - 10 000 Kč /month

Comparison: March 2015 vs January 2015

Conversions: Ecommerce (tickets) and Contact page

visit

Bounce rate of GDN: 44%

Case study 1

How can we measure impact of GDN?

Last click non direct conversions or Adwords conversions, did it work?

Yes! Good job!

NO? What about assisted conversions or any attribution

model, did it work? Yes! Good job!

NO? Have you tried turning it off and on again?, did it work? Yes! Good job!

Theory / Hypothesis

Case study 1

By turning off GDN we will face lower number ofconversions (contact page)

Case study 1

January (GDN) January (all sources) March (GDN) March (all sources)

Ecommerce Con. Rate / revenue

0,42% / 3 000 kč 1,33% / 160 000 kč - 1,85% / 100 000 kč

Visit contact page

Con. Rate / visits 34% / 3 000 visits 33% / 8 000 visits - 27% / 3 000 visits

Disabled GDN leads to highest negative impact on new visitors (web and park

visitors)

Google organic dropped by 17%

Seznam organic dropped by 10%

Direct traffic dropped by 18%

Case study 1

Case study 2

Using HTML5 Banners and their

CTR?

Jewellery store/eshop, Silverrepublic

Case study 2

Start: March 2015

Eshop is using product rotation instead of static

images

Using Google Webdesigner Tool for HTML5

Case study 2

STATIC HTML5

Prsten je v rotataci (cca 120°)

Theory / Hypothesis

Case study 2

HTML5 banners will have higher CTR (by 50%)

Case study 2

Each test

● same size, target (very general), time period, almost the same CPC

● each ad group (one ad) had at least 10 000 impressions

JPG / PNG HTML 5 Change %

CTR (%) CTR (%)

TEST 1(women)

Desktop (incl. tablets with full browser) 0,15 % 1,63 % 1086 %

Mobile devices 0,31 % 0,73 % 235 %

TEST 2(men)

Desktop (incl. tablets with full browser) 0,08 % 1,14 % 1425 %

Mobile devices 0,17 % 0,94 % 553 %

One problem arise

Case study 2

During the test CPC changed a lot!!!

Case study 2

Each test

● same size, target (very general), time period, almost the CPC

● each ad group (one ad) has at least 10 000 impressions

Camp. setting Static HTML5

Devices % Avg. CPC Avg. CPC

TEST 1(women)

Desktop (incl. tablets with full browser) - 100% 6,61 Kč (Max 10) 0,61 Kč (Max 6)

Mobile devices + 300% 17,53 Kč (Max 10) 4,41 Kč (Max 6)

TEST 2(men)

Desktop (incl. tablets with full browser) - 100% 6,18 Kč (Max 10) 0,59 Kč (Max 6)

Mobile devices + 300% 14,82 Kč (Max 10) 3,68 Kč (Max 6)

Case study 3

B2B and GDN? Usually, I am not

here...

Leady.cz

Case study 3

● Financial industry focused on B2B

● Emailing and Print ads

● Remarketing - that is the point

● Using Leady.cz

● Using Leady for few weeks - looking forward to see results

Leady.cz

Case study 3

Leady recognizes corporate visitors of your website. It gives you new opportunities that can be easily turned into new customers.

What do you know about your visitors:

● contact details

● visitors industry

● visitors turnover

● amount of visited pages

● time spent on site

Case study 3

Main focus:● Connecting list of recognized visitors from Leady with

Google Analytics ● But we CANNOT identify visitors in GA ● But we CAN send visitors industry and turnover as

events and we are creating GA remarketing lists based on events labels

Case study 3

Web

Leady

Google Analytics

EventsGA

remarketing lists

AdwordsAdwords

Remarketing campaign

Conclusion

● Sometimes the best test for measuring the impact of GDN

is to turn it on / off

● GDN is great tool for clients that are starting online

business / marketing

● Try the power of HTML5 banners (especially for mobile)

● Looking forward seeing results of Leady.cz and Google

Analytics Remarketing

Thank youwww.blueberry.cz

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